Over the years, we’ve worked with hundreds of retailers and run thousands of ecommerce optimization campaigns.
So we dug into eight years of experience and put all our most important insights into one ebook.
That’s how this in-depth, 115-point ecommerce optimization checklist came about.
By the end of it, you’ll have a thorough understanding of all the on-site elements you need to optimize and how to do it.
We’ve designed this guide to be used in three ways. There’s a lot of content, so it’s advisable not to try and digest it all at once. Whatever your needs, an incremental approach will likely work best.
You can use this guide in the following ways:
As a comprehensive guide to conversion optimization, it’s structured in a top-down way, beginning with a general checklist that?s applicable to all areas of your site before moving onto checklists for specific types of pages and ideas for encouraging visitors to complete your most desired action.
Where appropriate, we’ve also elaborated on checklist points and best practices. We’ve included more information in the “general” section because these changes tend to lead to the biggest conversions.
Get the full checklist in a pdf:
Ecommerce Optimization Checklist of a 7+ Figure Online Store
When new website visitors land on your site, especially if they come from search engines, they have a specific set of questions. Your job is to gauge whether or not they are being answered as quickly as possible.
Though it isn’t always explicit, visitors usually want to know the following:
Anybody that comes to a site for the first time instantly takes in dozens of micro-impressions, all of which contribute to an opinion about trustworthiness.
Consider the following elements that can help build trust:
a. Professional design.
b. Number of customers or clients that you have.
c. Number of reviews (especially important during product pages optimization).
d. Years on the market (for example, “Established in 1985”).
f. Phone number and contact information.
Not all of these will be appropriate for every page. But it’s important to bolster trust by including at least some.
Sites that “breathe” usually convert significantly better than those that are cluttered and difficult to navigate.
At Growcode, we could talk for hours about grids. They’re one of the oldest elements of design and uniquely important for online retailers. Grids work for a number of reasons, particularly because they’re inherently easy to understand and a large percentage of visitors are used to them. It sounds like a simple thing, but you’d be surprised how many eCommerce site designers overlook it.
Responsiveness refers to how well a site adapts to different browser sizes and devices. There are literally hundreds of devices and browsers, so it’s crucial that your site is designed to render well on all of them.
In the US, sales made on mobile devices accounted for 34.5% of all ecommerce sales in 2017. And that number is only expected to get bigger.In the #US, sales made on #mobile devices accounted for 34.5% of all #ecommerce sales in 2017. And that number is only expected to get bigger! #ecommerce #optimization #checklis Click To Tweet
We’ve mentioned the importance of highlighting USPs on your pages, but do you reinforce your main USPs across your whole site? By “bombarding” customers with your most persuasive USPs, they’ll form a clear connection between your store and the key benefits you offer.
If you offer free shipping on the majority of your products, shout it out on every page! We encouraged one of our clients to showcase the following slogan: “If you don’t get your product in 24 hours, we’ll pay for the shipping!” Needless to say, conversions increased.
Have you ever clicked on an ad only to land on a page that’s totally unrelated to what you were offered? It’s an incredibly frustrating feeling.
Ensure that all of your landing pages link up with your ads, especially on social media. And we’re not just talking about corresponding headers and page copy. The whole look-and-feel should reassure visitors they’re in the right place. All your other digital content marketing tactics can fail if you don’t take care of this small point.
Slow loading pages hurt SEO rankings and increase bounce rates (the number of site visitors that leave after visiting only one page). You can run all the multivariate tests in the world. But they won’t amount to anything if visitors leave before they see your pages! What’s more, improving page-load times can often have a dramatic effect on conversions.
Here are some practical tips for improving page load times:
All of these small tips can add up to reduce load times by fractions of a second. And in the online game, that’s all you need!Slow loading pages can hurt #SEO rankings and increase #bouncerates (the number of visitors that leave your site after visiting only one page). #ecommerce #optimization #checklist Click To Tweet
Are you making personalized product recommendations as a customer is browsing? When they land on a product page, do you include personalized suggestions? What about on a category page?
Including related product recommendations is all about increasing the percentage of customers that purchase more than one item.
How easy is it for a customer to check shipping policies or confirm that they’re able to make returns. These are two of the primary concerns that visitors have. Make it easy for them to find answers quickly and you’ll see immediate improvements in your page conversion rates.
Testimonials are one of the easiest ways to build trust with new customers. Are you including them prominently on product pages and alongside or underneath product listings on category pages?
Split-testing of reviews – such as those which you show first on a page or showcase in the “featured” section – is uncommon but can be very worthwhile.
Always include a password recovery option on login pages. Something like, “Have you forgotten your password?” is all that’s needed. Also offer alternative recovery methods, such as answering security questions, for people who don’t have access to an email address.
Reviews are useful for building engagement with existing customers as well as trust with potential ones, leading to higher conversions all round. By encouraging customers to leave reviews on your site, either after checkout (find out how to optimize checkout funnel) or on return visits, you will create a solid collection of positive testimonials whilst also fostering engagement.
Clear confirmation pages are about fostering satisfaction with your customers. By removing any doubt that their purchase has been successful (and is on its way), they will associate your brand with ease. Don’t overlook this minor but important part of your conversion funnel.
Error pages and messages are equally important for boosting conversions because they let the user know when they need to take another action. If your error messages are ambiguous, then users may assume that they have achieved their desired outcome or they are unable to get what they want (such as a product is out of stock). Let users know something is wrong and be clear about what they need to do.
Whenever a visitor lands on a 404 page, their “customer journey” has been interrupted, often leading to annoyance and frustration. This is the time they are most likely to think, “I can’t be bothered with this, I’ll try another site.”
By being friendly (making a joke or saying something nice) you can overcome the tendency on the part of customers to close your tab in their browser. They’ll be more inclined to give you a second chance.
Typically, the About Us page tends to be one of the most visited pages of a site. Whenever a visitor lands on your about page, you have an excellent opportunity to build trust and engagement.
Here are some practical tips:
It’s important to showcase promotions and offers on your site, but are you offering a number of different promotions to appeal to different segments of your customer base?
Free shipping is one of the most important considerations for customers when purchasing online. If it’s viable for you to offer free shipping and you don’t, then it’s something you should seriously consider.Free shipping is one of the most important considerations for customers when purchasing #online. #freeshipping #ecommerce #optimization #checklist Click To Tweet
Navigation should follow a simple, hierarchical structure and utilize categories that most customers will recognize.
Showing the number of products in a customer’s cart ensures they can keep track of their purchases and stay within budget.
They are listed in our free ebook: get the Ultimate Review of ALL 2022 Ecommerce Trends to know them all. 2022 is already here – better get your copy ASAP!